Create a report with journey analytics

Customer journey analytics help you understand how every interaction with your business affects customers. Use customer journey reports to see which touch points are most effective at attracting customers and to track a contact's or deal's progress through different stages. The conversion rate is calculated based on how many contacts or deals complete all stages.

You can create a journey report using three data sources:

• Contacts (Marketing Hub and Service Hub Enterprise)
• Deals (Sales Hub Enterprise)
• Tickets (Service Hub Enterprise)

Learn more about common steps and filters in customer journey reports.

Key Information & Limitations

Please note the following key information and limitations before creating a customer journey report:

• You can add up to 15 stages and up to 15 unique steps. For example, you could set 15 stages and include five different steps in the first, second, and third stages, for a total of 15 unique steps.
• You can analyze up to five years of data and up to 20 million unique events. If the report includes more than 20 million events, the date range window will be reduced to one month.

Create a customer journey report using a sample report

To create a customer journey report using a sample report:

1. In your HubSpot account, click More, then navigate to Reporting > Reports. If More doesn't appear in your account, navigate to Reporting > Reports directly.
2. In the top right, click Create, then select Create report.
3. In the left panel, click Template report library.
4. Click Next.
5. Use the search bar to find the available journey analytics reports. Then, click the report that aligns with your report goal.
6. In the dialog box, review report settings. If you'd like to customize the report further, click Edit in report builder at the top.
7. Customize your report.

Create a customer journey report with Breeze Assistant (BETA)

Use Breeze Assistant to create a customer journey report. Breeze Assistant configures the stages, filters, and event sources based on your question or prompt. You can make changes to the report after it has been generated.

To create a customer journey report using Breeze Assistant:

1. In your HubSpot account, click More, then navigate to Reporting > Reports. If More doesn't appear in your account, navigate to Reporting > Reports directly.
2. In the upper right, click Create, then select Create report.
3. In the left panel, click Customer journey report.
4. Click Next.
5. In the left panel, click Build your report with Breeze Assistant.
6. Click the Primary data source dropdown menu and select a data source:
   
   • Contacts (Marketing Hub and Service Hub only): select Contacts to measure how your content generates new contacts.
   • Deals (Sales Hub only): select Deals to measure how your content generates new deals.
   • Tickets (Service Hub only): select Tickets to measure how your tickets progress through your support pipeline.
7. Under Describe your report, enter a business question you want answered or details of the report you want to create. For example, “Where do leads drop off between MQL and SQL?” 
8. To create the best prompt, please note the following:
   
   • Understand your data: familiarize yourself with the object and properties in HubSpot relevant to your reporting needs.
   • Be specific: the more specific you are in your prompt, the more accurate and relevant your report will be. If you aren't sure what you're looking for, you can generalize your prompt. If you want to include a specific property or time range, include that in your prompt.
   • Iterate and refine: not all prompts will give you the desired result the first time. You can rephrase and refine your prompts based on the outputs you receive. 
9. Click Next.
10. Once the report is generated, in the right panel, Breeze Assistant will summarize your report and suggest changes. 
11. To update the report, enter your changes in the prompt text box, then click the up arrow.
12. To make manual changes, customize your report.
13. Once you have generated a report you are satisfied with, click Save report.
14. Enter the report name, select tags, edit the description as needed, and select whether you want to add the report to a new or existing dashboard.
15. Click Next.
16. Select who can access the report. Then, click Save.

Create a customer journey report with pathfinder

To create a report with pathfinder to help you define stages in your customer journey instead of having to input them manually:

1. In your HubSpot account, click More, then navigate to Reporting > Reports. If More doesn't appear in your account, navigate to Reporting > Reports directly.
2. In the top right, click Create, then select Create report.
3. In the left panel, click Customer journey report.
4. Click Next.
5. In the left panel, Start with a contact pathfinder will already be selected.
6. In the center panel, under the Add your first stage section, click the First stage event dropdown menu and select your first stage event.
7. Under Configure a pathfinder, select Find top paths before your selected stage or Find top paths after your selected stage.
8. Click Next.
9. The generated report automatically includes paths related to your selected stage. To customize the pathfinder customer journey:
   • On the Timeline left side panel, click Find paths before [selected stage] or Find paths after [selected stage].
   • In the Stage dialog box, to the right of the Pathfinder toggle, click Manage details.
   • In the Settings pop-up window, under the Events tab, click Edit.
   • In the pop-up window, select the events you'd like to include in the report. Then, click Apply.
   • In the Settings pop-up window, under the Refinements tab, enter a number or slide the scale to adjust the number of stages that Pathfinder should suggest. Then, click Apply.
   • In the Stage dialog box, click Save.

10. Continue adding stages as needed.

Create a customer journey report from scratch

To create a customer journey report from scratch:

1. In your HubSpot account, click More, then navigate to Reporting > Reports. If More doesn't appear in your account, navigate to Reporting > Reports directly.
2. In the top right, click Create, then select Create report.
3. In the left panel, click Customer journey report.
4. Click Next.
5. In the left panel, click Create journey on your own.
6. Click the Primary data source dropdown menu and select a data source:
   • Contacts (Marketing Hub and Service Hub only): select Contacts to measure how your content generates new contacts.
   • Deals (Sales Hub only): select Deals to measure how your content generates new deals.
   • Tickets (Service Hub only): select Tickets to measure how your tickets progress through your support pipeline.
7. In the Add your first stage section, click the First stage event dropdown menu and select your first stage. 
8. Click Next.
9. In the Timeline left side panel, click Add new stage +.
10. In the Stage dialog box, you can do the following:

8. • Add events: under All events, hover over an event to view an estimate of the count of events in the set time period. Then, click the event to add it to the stage. Learn how to filter events.
   • Find top events: select the Find top events checkbox to find the highest traffic events that happen in that stage of the customer journey.
     
     • To customize the settings of top events:
       • On the Events tab, click Edit to add or remove events. Then, click Apply.
       • On the Refinements tab, enter a number or slide the scale to adjust the number of results to find.
   • Pathfinder: if you're building a customer journey report with Contacts as your data source, use Pathfinder to have HubSpot help you define stages in your customer journey instead of having to input them manually.
     • Toggle the Pathfinder switch on.
     • Select Find top paths before this stage to see how leads typically arrive at a key outcome.
     • Select Find top paths after this stage to see what happens after a key milestone.
     • On the Events tab, select the Event Name checkboxes to add or remove suggested events. On the Refinements tab, enter a number or slide the scale to adjust the number of stages that Pathfinder should suggest. Then, click Save.
   • To mark a stage as optional, select the Optional checkbox at the top right of the pop-up box. If a contact or deal makes it to the last stage, they will be included in the total conversion rate. 
     
     • Optional: a contact or deal doesn't have to go through that specific stage to continue along the journey. The first and last stages can't be made optional.
     • Required: a contact or deal must go through that specific stage to continue along the journey. By default, all steps are required. If all stages are required, it'll be expected that records in the results will have experienced all of those stages at some point.

Please note: in funnel reports, contacts must pass through required stages in order to be counted in later stages. In lifecycle stage progression or lead journey reports, contacts that jump intermediate stages can still be counted, and the report may show a Skipped stage metric.

• • Click Save.

11. The stage will now appear in the Timeline left side panel. Continue adding stages as needed.

Customize customer journey report

After adding stages to your customer journey report, you can adjust and customize it before running or saving the report.

Filter

To filter your events:

1. Add an event.
2. Next to an event, click the filter filter icon.

3. Click + Add filter. Select your filters, then click Apply.

Please note: if contacts were ingested into HubSpot (e.g., during a migration), the Contact record created stage uses the date the record was ingested into HubSpot, not the contact's original creation date from the previous system. To ensure the report filters by the contact's true creation date, remove the Contact record created stage and use the Contacts filter with the Contact create date property instead.

Break down by event property

1. Add an event.
2. Click the search Break down by property icon. Journey reports can have up to 10 stages with property breakdowns.

3. Click the Break down by property dropdown menu to select a property. When the reports have run, the most common pathways between the two stages will be displayed.
4. Select the number of results to display in the report.
5. Click Apply.

Please note: if you have multiple steps in a stage, the report will not show an aggregate number of contacts or deals in the stage. It will show the number that have completed each step.

Filter timeline by object property

1. Add events.
2. Click the Object filters dropdown menu. Then, under Object properties, click + Add filter. Then, choose the object property you want to use to filter your timeline.

3. Click Apply.

Run and save your customer journey report

When you have finished configure your stages, you can run the report to display your data. 

1. Create and customize your customer journey report.
2. Click Run report on the top right. The report will appear.
3. Use the filters above the report to further refine your results.
4. In the top right, click Save report. Set the access permissions for the report, then click Save.

Please note: 

• Contacts or deals will only appear in the following stage if their events follow the stages' order chronologically.
• Journey reports count the unique number of contacts or deals that completed an event in the journey’s pattern, not the total number of unique events.
• The Include anonymous visitors option can only be applied for certain steps. This means that, depending on the steps selected in your journey report, some steps will include anonymized visitors and some will not.
• All sales activities, including calls, meetings etc. from connected integrations are not counted in journey reports. However, if the Calling Extension SDK is turned on for third-party call integrations then third-party calls are counted in journey reports.
• When creating a static list from journey analytics, a maximum of 100,000 objects can be included in the list. 

Example journey report

Below is an example of how you can use journey reports to find what pages are driving new meetings and resulting in new deals being created for your business.

1. In your HubSpot account, click More, then navigate to Reporting > Reports. If More doesn't appear in your account, navigate to Reporting > Reports directly.

2. In the upper right, click Create report.
3. Select Customer journey report.
4. Click Next.
5. Select Contacts as the data source. Then, click Next.
6. At the top, select the Include anonymous visitors checkbox.
7. In the left side panel, click Add new stage. A pop-up box will appear.

8. For the first stage, enter Pages visited in the search bar. Then, select the Pages visited event.

9. Click the searchBreak down by property icon and select URL path. This will show where visitors are going on your website. Then, click Apply.

10. For the second stage, click Add new stage. In the pop-up box, enter Form submission in the search bar. Then, select the Form submission event. This will let you know if and where visitors are submitting forms on your website.

11. For the third stage, click Add new stage. In the pop-up box, enter Meetings booked in the search bar. Then, select the Meetings booked event. This will show you how many meetings are booked from visiting your website or from submitting a form on your website.
12. For the final stage, click Add new stage. In the pop-up box, enter Deal record created in the search bar. Then, select the Deal record created event. This will show you how many of the meetings resulted in a deal being created.
13. In the top right, click Run report. Then, click Save report or Export unsummarized data.